Fairebel has pursued a healthy objective since its creation: offering all Belgians high-quality products at a fair price for the consumer and the producer. In line with this commitment, the cooperative is also committed to more responsible and environmentally friendly consumption. This is the spirit driving its new eco-responsible packaging.

The new packaging is made of 87% raw plant material. It is 100% recyclable, saves 180,000 kg of fossil-based plastics and leads to a spectacular 36% reduction in CO2 emissions.

More than just an industrial affair, the new Fairebel packaging demonstrates a solid and consistent brand philosophy. In this spirit Shake endorsed the new brand packaging and ran a 360-degree campaign with a strong claim: “Fairebel has chosen to embrace the world differently”. This is a way of highlighting the new packaging while underlining the cooperative’s civic engagement. The campaign is much more than just product information, it has become an appeal to Belgian consumers to purchase more responsibly.

For the first time in its history, Fairebel enjoyed a highly visible campaign across all Belgian media: daily press, magazines, television, radio, 2m² posters, digital, social media and points of sale. Several million touchpoints have been activated thanks to the steadfast support of the Rossel Group and Ads & Data. Fairebel’s industrial partners Luxlait and Tetra Pak have also greatly contributed to amplifying the launch.

At the time of writing, we didn’t have precise data on the effects of the campaign yet. But the first signs are super positive and consumers have been continuously commending Fairebel’s initiative. One thing is certain, the Covid year 2021 has ended well for Fairebel!

Special thanks to Gabriel Vanderpas, Hum Hum Productions, Squarefish, FRSH, Jeffrey Vanhoutte, Sharko, Peer Music, our client Fairebel and all the people involved!